The automobile market is facing a serious crisis, and Toyota must keep its share of the market and develop new products to reach new customers. The Toyota Prius is a fully hybrid electric car developed and manufactured by the Toyota Motor Corporation. It was sold first in Japan in 1997 and is very successful in United States of America and Japan. Global warming became an important factor for customers when they decided to buy a new car. That is why Toyota needs to make its cars more efficient as well as greener. We think that the Toyota Pruis will continue the worldwide success in France that this car has seen on other markets such as in Japan, United States or in England. We should also notice that the launch of this car will help us increase the sales of other models of Toyota especially since we will be perceived as the First car maker to launch a green car. Toyota is a Japanese multinational corporation headquartered in Japan, in Toyota City, and founded by Kiichiro Toyoda in 1937. Toyota is the world's largest automaker by sales and employs approximately 320,808 people worldwide. Their major success is the Toyota Corolla, with more than 30 millions car sold. Our interest: Establishing the Toyota Prius in France.
[...] Personal selling will be carried out by the local dealers who in advance should have been trained to be familiar with the Prius car (dealership launch material, conferences) and its advantages and how to overcome objections. Personal selling will also be of major importance when targeting the buying segment, because these customers buy in bulk and they expect to be given a presentation by a Toyota's representative to convince them that Prius is suitable for them. The cost of training and personal selling are assumed to be covered by Toyota Sales promotion: Monetary incentive to buy a product is the most effective tactic to trigger a decision or purchase. [...]
[...] For ex French buyer might prefer buy car from domestic producer in order to support the home industry Remains reliant on fossil fuel Prius more expensive than other cars with the same size INTERNAL ORIGIN OPPORTUNITIES Elimination of quotas in 2000 in Europe No more obstacle Success of Hybrid technology The company is associating with ecological car Market demand for "green" cars Toyota will be first on this market Governments seeking to meet Kyoto targets Online activities, online buying Reduce operating cost THREATS Big and strong local competitors in every segment Various rumors from petrol lobby Fall of fuel prices Indirect competition comes from alternative methods of transport Public transport Limited market share in Europe EXTERNAL ORIGIN Porter's Five Forces “Porter's five forces" is a framework for the industry analysis and business strategy development, to determine the competitive intensity and therefore the attractiveness of a market. [...]
[...] Besides, this car has powerful capacity: the Prius can reach 100 km in 10.9 seconds. It will be sold in several colors to satisfy customer needs. Finally, this product will offer new technologies like the display of the central instrument display on the windshield in digital form or the fact that the Prius can park itself. Customers (to whom) The targeted customers will be divided into two different segments: the primary and most important segment will be the private buyers. [...]
[...] The suitable position for the Prius will be between the high-class cars such as the Berline and the middle-class products such as the classic cars. strategy: What we want things to look like in months Products/Services (what will be introduced) The Toyota Prius will be a full hybrid car based on electric and classic motors. This car will be close to the Berline with its interior comfort. The advantage of using the full hybrid system is the reduction in fuel consumption by 26%. [...]
[...] These can be used for the launch and early stages of the Prius to raise awareness and create interest for the new product just to educate the public about the Prius' working and advantages. Effectiveness will be increased when PR will appear in the media. Considering the Prius revolutionary technology, the media will be prepared to talk about this product and even a certain amount of requested coverage could be expected. The Prius will be exhibited at shows and exhibitions in the motor industry to initiate some buzz and prepare the market. [...]
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